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Brand storytelling: A three-dimensional perspective

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  • Pereira, Gabriela

Abstract

Storytelling has become a buzzword in marketing and brand development. Many experts have suggested methods for using stories in marketing and advertising, but these theories do not paint a full picture. Brand storytelling is a three-dimensional process that requires understanding the customer journey, the brand identity and the market or context in which they coexist. When there is a disconnect between two or more of these story dimensions, the message falls flat and does not resonate with customers. This paper introduces the Storytelling Superpower framework, an approach that allows brands to identify their essential persona and craft a more authentic message that connects and resonates with customers. This storytelling rubric comprises four archetypes, and in this paper we study examples of marketing and advertising campaigns featuring each type.

Suggested Citation

  • Pereira, Gabriela, 2019. "Brand storytelling: A three-dimensional perspective," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(2), pages 146-159, September.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:2:p:146-159
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    More about this item

    Keywords

    storytelling; marketing; advertising; brand positioning; psychology; customer experience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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